Abstract
There is currently a global debate about the so-called media transformation, or metamorphosis, which is mainly concerned with technological benefits in the realm of information. This argument focuses on the relationship between "social media" and new media realities, specifically the impact that these platforms have on the development of political leadership in North Macedonia and the Western Balkans in general.
This paper examines the differences between social media and traditional media, exploring their respective roles in shaping the public sphere and political leadership dynamics in North Macedonia and the Western Balkans.
Information as a media product, produced with new technology, has caused a massive explosion in the 'membranes' of public interest and this has also diverted attention to a wider plan, where the diagram of reliability does not always match with that of reporting, due to the tendency for the media product to be seen more as a consumer good and less as a communication value.
The study is based on comprehensive research, thorough analysis, and synthesis of data published in books and scientific articles on the Internet, with a critical analysis of the current situation. Furthermore, this scientific research procedure involves breaking down complex concepts, judgments, and conclusions into simpler components and elements. In the end, the study highlights that the professional challenges in conquering the media market remain constant, while the audience is the one who selects the offers that are closer to their social, political, and aesthetic tastes and affinities.